Social media strategy
- 1. Social Media Strategy Evan Kruk September 30, 2016
- 2. Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Branding Persona & Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results
- 3. Executive Summary Our social media priorities for 2016 will be growing our online presence. The primary focus will be to increase sales by driving more traffic to our online platforms. Two major strategies will support this objective: 1. A plan to increase the volume of discount coupons that we publish, and discount events that we advertise on our social profiles. 2. Encourage customer feedback and tips on areas we can possibly improve in.
- 4. Social Media Audit Network URL Followers Average Weekly Activity Avg. Engagement Rate Facebook Facebook.co m/ChickfilA/ 7,608,114 5 posts per week 12% Twitter Twitter.com/ @chickfila 750,000 7 posts per week 7% Instagram Instagram.co m/@chickfila 553,000 5 posts per month 5% LinkedIn linkedin.com/ company/chic k-fil-a- corporate 61,117 2 posts per month 0% Social Media Assessment
- 5. Social Media Audit (Cont.) Source Volume % of Overall Traffic Facebook 100k unique visits 70% Twitter 15k unique visits 20% Instagram NO DATA NO DATA LinkedIn 1k unique visits 5% Website Traffic Sources Assessment
- 6. Social Media Audit (Cont.) Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 70% 18-30 20% 31-40 5% 41-55 5% 56-80 55% Female 45% Male 60% Facebook 30% Instagram 10% Twitter 50% Facebook 35% Instagram 15% Twitter Fast and healthy food. Friendly service. Audience Demographics Assessment
- 7. Social Media Audit (Cont.) Competitor Social Profile Strengths Weaknesses Mc’Donalds FB: McDonalds Easily recognizable, well established brand; over 65m followers. Stresses all day breakfast menu. No slogan present. Cover photo only illustrates breakfast foods. No hashtags utilized. PDQ FB: EatPDQ Displays variety of foods sold. Slogan illustrated. No hashtags utilized. Wendy’s FB: Wendys Stylish photography for cover. Recognizable logo. No hashtags utilized. Competitor Assessment
- 8. Social Media Objectives Our social media priorities for 2016 will be growing our online presence. The primary focus will be to increase sales by driving more traffic to our online platforms. Two major strategies will support this objective: 1. A plan to increase the volume of discount coupons that we publish, and discount events that we advertise on our social profiles. 2. Encourage customer feedback and tips on areas we can possibly improve in. KPIs Key Messages 1. Number of social media followers - Fast & Family friendly 2. Number of weekly discount coupons -Healthy 3. Number of monthly discount events -Hospitality 4. Customer feedback
- 9. Online Brand Persona & Voice Adjectives that describe our brand: o Clean o Quick o Hospitable o Healthy When interacting with customers we are: o Friendly o Helpful
- 10. Strategies & Tools Paid: Every Sunday boost most popular organic Facebook posts for the week. The post must have a minimum organic reach of 100k, as well as a minimum of 1k likes, or 100 comments. Owned: Introduce the use of #EatMoreChikin’ to company media posts; promote the hashtag across all social media platforms. Encourage the use of online coupons by customers. Earned: Monitor major media platforms for keywords and terms: chicken, chick’fil’a, fast-food, chicken sandwich. Extend discounts to platters for catering. Tools o Hootsuite o Buffer
- 11. Timing & Key Dates Holiday Dates o Halloween o Veteran’s Day o Thanksgiving o Christmas o New Years Internal Events: o Dec. 31 – Chick’Fil’A Peach Bowl
- 12. Social Media Roles & Responsibilities Marketing Director - John Doe Social Media Manager - Jane Doe Social Media Coordinator - Bob Saget
- 13. Social Media Policy Socially media is heavily present with the lives of our customers. We use it to spread company messages, interact with our loyal supporters, and share our personal activities as well as future plans. As an employee and representative of Chick’fil’a you are expected to follow some simple guidelines: o Be respectful to all o Be polite o Be helpful; show concern o Don’t slander our competition
- 14. Critical Response Plan Scenario : Inappropriate Post from Twitter or Facebook Profile 1. After the error is detected, document the incident before deleting it. 2. Analyze the reach of the post and discuss potential impacts. 3. Develop appropriate follow-up posts to address the issue; evaluate further actions. 4. If major media has picked up the incident, contact corporate to manage all contact. 5. If required, determine disciplinary action for employee involved.
- 15. Measurement & Reporting Results Network URL Followers Average Weekly Activity Avg. Engagement Rate Facebook Facebook.com /ChickfilA/ 9,129,737 + 20% growth 10 posts per week + 100% increase 6.5% Twitter Twitter.com/ @chickfila 825,000 +10% growth 14 posts per week + 100% increase 3% Instagram Instagram.co m/@chickfila 635,950 +15% growth 10 posts per month + 100% increase 2% LinkedIn linkedin.com/ company/chic k-fil-a- corporate 64,173 + 5% growth 2 posts per month No change 0%